BA are marketing it as being able to work one day in NYC then pop on a plane, sleep and get straight into work in central London, not Heathrow
OK, but if I were a potential passenger contemplating just that, you know what would dissuade me? The lack of arrivals facilities including showers. The idea of getting off an overnight flight and going straight to the office is not an appealing one - I'd choose LHR just for the shower. Oh, sure, maybe my office has showers. Maybe there's a health club nearby I could use. But that adds to the hassle.